UNIVERSITY OF CAMBRIDGE INTERNATIONAL EXAMINATIONS

General Certificate of Education Ordinary Level

* 6 7 7 0 3 0 0 6 3 3 *

TRAVEL AND TOURISM

7096/02

Marketing and Promotion

October/November 2011
2 hours 30 minutes

Candidates answer on the Question Paper.

No Additional Materials are required.
READ THESE INSTRUCTIONS FIRST
Write your Centre number, candidate number and name on all the work you hand in.
Write in dark blue or black pen.
You may use a soft pencil for any diagrams, graphs or rough working.
Do not use staples, paper clips, highlighters, glue or correction fluid.
DO NOT WRITE IN ANY BARCODES.
Answer all questions.
At the end of the examination, fasten all your work securely together.
The number of marks is given in brackets [ ] at the end of each question or part question.

For Examiners Use

1
2
3
4
Total

This document consists of 14 printed pages and 2 blank pages.

DC (NF/DJ) 47110
UCLES 2011

[Turn over

2
Question 1
Refer to Fig. 1, the results of a SWOT analysis of rural tourism in northern Cyprus. Cyprus is an
island in the Mediterranean Sea.

1.
2.
3.
4.
5.
6.
7.
8.

Demand for rural tourism products is increasing globally.

Rural tourism is not well represented by tourism professionals in northern Cyprus.
The environment in this region is suitable for eco-tourism.
Traditional crafts such as woodcarving and embroidery are still practised in Cyprus.
The mass tourism product dominates the market in other parts of Cyprus.
Some rural areas in this region have limited infrastructure.
Local craftspeople have limited experience in marketing their products.
Craft villages could target the special interest tourist market in this region.

Fig. 1

(a) Using the statement numbers from Fig. 1, complete the SWOT analysis table below.

One strength of rural tourism

in northern Cyprus

One weakness of rural tourism

in northern Cyprus

One opportunity for rural tourism

in northern Cyprus

One threat to rural tourism

in northern Cyprus

[4]

UCLES 2011

7096/02/O/N/11

For
Examiners
Use

3
(b) Using the opportunity you have identified in the SWOT analysis table, explain two ways
in which tourism providers in northern Cyprus could benefit from rural tourism in this
region.

For
Examiners
Use

1 .......................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
2 .......................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
...................................................................................................................................... [4]
(c) (i)

Give two characteristics that describe each of the following stages of the product
life cycle:

introduction

1 ..............................................................................................
2 ..............................................................................................

saturation

1 ..............................................................................................
2 ..............................................................................................

decline

1 ..............................................................................................
2 .......................................................................................... [6]

(ii)

State at which stage of the product life cycle you would place rural tourism in
northern Cyprus. Give one reason for your answer.
Stage of the product life cycle ..................................................................................
Reason .....................................................................................................................
..................................................................................................................................
..................................................................................................................................
.............................................................................................................................. [2]

UCLES 2011

7096/02/O/N/11

[Turn over

4
(d) Using information from Fig. 1, analyse why marketing and promotion of rural tourism is
important to the tourism industry in Cyprus.
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
...................................................................................................................................... [9]
[Total: 25]

UCLES 2011

7096/02/O/N/11

For
Examiners
Use

5
BLANK PAGE

TURN OVER FOR QUESTION 2

UCLES 2011

7096/02/O/N/11

[Turn over

6
Question 2
Refer to Fig. 2, information about Treasures of Brunei, a promotional campaign.

Treasures of Brunei
The Treasures of Brunei promotional campaign in 2008 brought together the Brunei Tourism
Authority, hotel and golf course providers as well as tour operators to target customers
specifically from Singapore. Treasures of Brunei tour packages allow visitors to experience
the natural rainforest, the Malay heritage and the luxury leisure breaks that Brunei can
offer.
Singapore Airlines supported the marketing campaign with a promotional fare between
Singapore and Brunei. Other providers offer discount price packages to attract golfers,
nature-lovers and cultural tourists to Brunei.
Travel agents in Singapore have been selling these packages, which have been promoted
through advertisements in local newspapers and through the Brunei Tourism stand at the
NATAS Travel Fair.

Fig. 2

(a) Identify four market segments that this marketing campaign targets.
1 .......................................................................................................................................
2 .......................................................................................................................................
3 .......................................................................................................................................
4 ................................................................................................................................... [4]
(b) Tourism principals in Brunei work together to provide the Treasures of Brunei tour
package.
(i)

Name the three components of a tour package.

1 ...............................................................................................................................
2 ...............................................................................................................................
3 ........................................................................................................................... [3]

UCLES 2011

7096/02/O/N/11

For
Examiners
Use

7
(ii)

Explain two ways in which the creation of a brand image such as Treasures of
Brunei may be used to market this product.

For
Examiners
Use

1 ...............................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
2 ...............................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
.............................................................................................................................. [6]
(c) (i)

Identify the distribution channel chosen for this tour package.

Distribution channel .............................................................................................. [1]

(ii)

Explain one disadvantage to the customer of using this distribution channel.

..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
.............................................................................................................................. [2]

UCLES 2011

7096/02/O/N/11

[Turn over

8
(d) Analyse the effectiveness of the marketing mix that has been adopted for the Treasures
of Brunei package.
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
...................................................................................................................................... [9]
[Total: 25]
UCLES 2011

7096/02/O/N/11

For
Examiners
Use

9
BLANK PAGE

TURN OVER FOR QUESTION 3

UCLES 2011

7096/02/O/N/11

[Turn over

10
Question 3
Refer to Fig. 3, information about medical tourism.

Medical Tourism

Medical tourism is one of the fastest growing segments of the tourism industry.
High costs of medical treatment in developed countries such as the USA and the UK
means that medical tourists are attracted to cheaper medical destinations such as
Malaysia, Israel and Costa Rica. Medical tourists can seek treatments ranging from
minor cosmetic dentistry to major heart surgery. Many medical tourists are from
older demographics, generally between the ages of 45 and 65. Medical tourists often
have high levels of disposable income.
The total cost of a medical vacation in Costa Rica (inclusive of airfares, accommodation,
meals and excursions, as well as the planned medical procedure) is, for example, less
than the cost of having only the medical treatment in the USA.
Medical tourism packages are mainly distributed through specialised websites on the
Internet.

Fig. 3

(a) (i)

What is meant by the term medical tourism ?

..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
.............................................................................................................................. [2]

(ii)

Give two examples of how the medical tourism market may be segmented.
1 ...............................................................................................................................
..................................................................................................................................
2 ...............................................................................................................................
.............................................................................................................................. [2]

UCLES 2011

7096/02/O/N/11

For
Examiners
Use

11
(iii)

Use the information from Fig. 3 in order to identify the three specific characteristics
of a typical medical tourist to Costa Rica.

For
Examiners
Use

1 ...............................................................................................................................
..................................................................................................................................
2 ...............................................................................................................................
..................................................................................................................................
3 ...............................................................................................................................
.............................................................................................................................. [3]
(b) Price is an important element of the marketing mix for medical tourism.
(i)

Identify two pricing policies that might be used by organisations to attract price
sensitive medical tourists. Explain how each pricing policy works.
Policy 1 .....................................................................................................................
How it works .............................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
Policy 2 .....................................................................................................................
How it works .............................................................................................................
..................................................................................................................................
..................................................................................................................................
.............................................................................................................................. [4]

UCLES 2011

7096/02/O/N/11

[Turn over

12
(ii)

List five external factors that may affect the price of a medical vacation.
1 ...............................................................................................................................
2 ...............................................................................................................................
3 ...............................................................................................................................
4 ...............................................................................................................................
5 ........................................................................................................................... [5]

(c) The use of the Internet in the distribution of medical tourism packages also influences
price.
(i)

Draw a diagram to identify the role of the Internet in the distribution channel for
medical tourism packages.

Distribution Channel Diagram for Medical Tourism Packages

[3]

UCLES 2011

7096/02/O/N/11

For
Examiners
Use

13
(ii)

Evaluate the reasons why the Internet is used widely to promote sales of medical
tourism packages.

For
Examiners
Use

..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
.............................................................................................................................. [6]
[Total: 25]

UCLES 2011

7096/02/O/N/11

[Turn over

14
Question 4
A new ferry operator is offering sea crossings between Denmark and Norway.
Other ferry operators already offer this route.

(a) Give three examples of products/services travellers would expect to be available on

board the ferry.
1 .......................................................................................................................................
..........................................................................................................................................
2 .......................................................................................................................................
..........................................................................................................................................
3 .......................................................................................................................................
...................................................................................................................................... [3]
(b) The ferry operator decides to run a promotional campaign to advertise its services to
potential customers.
(i)

State two promotional methods that the new ferry operator might use in order to
attract customers to this service.
1 ...............................................................................................................................
2 ........................................................................................................................... [2]

(ii)

Explain how each of these promotional methods could be used to overcome the
competition from existing ferry crossing providers.
Method 1 ..................................................................................................................
..................................................................................................................................
..................................................................................................................................
..................................................................................................................................
Method 2 ..................................................................................................................
..................................................................................................................................
..................................................................................................................................
.............................................................................................................................. [4]

UCLES 2011

7096/02/O/N/11

For
Examiners
Use

15
(c) The ferry operator uses the AIDA principle to assess the effectiveness of its marketing
materials.
(i)

For
Examiners
Use

Give one example of how the ferry operator will apply each aspect of the AIDA
principle to the print advertisements it produces.
Attention ...................................................................................................................
..................................................................................................................................
Interest .....................................................................................................................
..................................................................................................................................
Desire .......................................................................................................................
..................................................................................................................................
Action .......................................................................................................................
.............................................................................................................................. [4]

(ii)

Other than the AIDA principle, identify three factors that the ferry operator must
take into consideration when planning its promotional campaign.
1 ...............................................................................................................................
..................................................................................................................................
2 ...............................................................................................................................
..................................................................................................................................
3 ...............................................................................................................................
.............................................................................................................................. [3]

UCLES 2011

7096/02/O/N/11

[Turn over

16
(d) Evaluate the factors which would have been considered by the ferry operator when
selecting a suitable location for the new ferry service.

For
Examiners
Use

..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
..........................................................................................................................................
...................................................................................................................................... [9]
[Total: 25]
Permission to reproduce items where third-party owned material protected by copyright is included has been sought and cleared where possible. Every
reasonable effort has been made by the publisher (UCLES) to trace copyright holders, but if any items requiring clearance have unwittingly been included, the
publisher will be pleased to make amends at the earliest possible opportunity.
University of Cambridge International Examinations is part of the Cambridge Assessment Group. Cambridge Assessment is the brand name of University of
Cambridge Local Examinations Syndicate (UCLES), which is itself a department of the University of Cambridge.

UCLES 2011

7096/02/O/N/11